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MLM and crank magnetism

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Have you ever wondered how it is that some people end up falling deep into the rabbit hole of multi-level marketing? And no matter what, they can’t get out, and seem to accumulate more bad ideas the longer they stay in?

They’re not just doing this as a side gig, or even as a business ⁠— their entire life is devoted to their chosen MLM or MLMs. It’s all they talk about and all they live for. Everything they say is either a slogan or mantra about their MLM, or about success, or having the right mindset to achieve success.

Anything perceived as “negative” or interfering with their pathway to success is something or someone they are at war with. They will end friendships or cut off family if they aren’t supportive of their “journey” into the abyss of unreason.

Because of how MLMs are structured, and the extreme and outrageous behavior of many MLM representatives, the MLM business structure has been described as a cult by many experts. The absolutist thinking, the infallible charismatic leader, being told to not trust outsiders, the mindset coaching, the mantras ⁠— these are all telltale signs of a cult.

But cults and cult-like thinking do not occur in a vacuum. MLM is both a cult as well as a sub-culture that celebrates wishful thinking and a plethora of bad ideas that will leave you broke, friendless, sick, and possibly a conspiracy theorizing nut-job.

MLM so often leads a baggage train of false, dangerous ideas that I believe MLM as a phenomenon is the ultimate crank magnet sub-culture. What is crank magnetism? According to Rational Wiki:

Crank magnetism is the condition where people become attracted to multiple crank ideas at the same time. Crank magnetism also denotes the tendency — even for otherwise “lone issue” cranks — to accumulate more crank beliefs over time.

This describes many MLM representatives perfectly. The original crank idea that gets them hooked on MLM is usually the idea of easy money, even though statistics show they are extremely unlikely to succeed at MLM long-term.

But this is just the beginning. MLM lies at the center of a veritable theme park of bad ideas. Bad ideas have a way of leading to and reinforcing other bad ideas, which is what crank magnetism is all about. In other words, a person infected with the mind virus of MLM is more susceptible to other bad ideas.

MLM representatives seem blissfully unaware of the extreme unlikelihood of succeeding at MLM, or if they do know, they think they are special enough to beat the odds.

Here are three major ways in which MLM is a crank magnet:

MLM and self-help

One of the most important aspects of MLM training is mindset coaching. Mindset coaching usually entails eliminating all doubt that your MLM is an amazing opportunity, as well as how to effectively recruit friends and family into the scam. Those at the top of the pyramid know that skepticism and push-back are inevitable, and have at their disposal a variety of tools for dealing with this.

While many MLM schemes have in-house materials for mindset coaching, they are also quick to recommend the books or talks from self-help authors. The self-help industry and MLM are so closely intertwined that self-help is practically a subsidiary of MLM.

It’s not a coincidence that many prominent self-help gurus are usually big fans of MLM, often calling it a “great idea” whenever the subject comes up. The social media accounts of people doing MLM are often an endless stream of inane self-help quotes. The MLM/self-help relationship is highly mutualistic.

Most self-help books are short on substance while encouraging wishful and magical thinking, something MLM schemes are always seeking to reinforce in their recruits. Wishful thinking, which they prefer to call “thinking big”, is the very thing that keeps MLM schemes running smoothly so people at the top of the pyramid can quickly pocket money from recruits.

Self-help gurus are masters at using psychobabble and inspiring slogans to impress their readers. At its most extreme, this leads to the dangerous pseudo-scientific ideas in “The Secret” by Rhonda Byrne. The idea that you can create your own reality by thinking positively is sadly common in the MLM world — extreme credulousness and wishful thinking are essential features, not bugs of the MLM/self-help milieu.

A more nuts and bolts approach to applied wishful thinking, promoted by many self-help gurus, but no less pseudo-scientific, is neuro-linguistic programming (NLP). So much self-help fluff concerns itself with the overly-simplistic “all successful people do X, therefore do X to become successful”.

NLP practitioners claim the way successful people think and use language is radically different from those who aren’t successful. Therefore, if you want to be successful, you have to reprogram your thoughts and language by modeling those who are successful.

There may be a grain of truth to the idea that positive thinking is better overall than negative thinking, but this doesn’t mean NLP has been consistently proven to work. NLP is closely related to “fake it till you make it”.

According to Rational Wiki:

Self-help books have through time and by design consistently stood against social change by blaming the individual, rather than (for example) institutionalized racism or sexism, for not having enough will power to advance in society. This was exemplified in 2018 by Tony Robbins’ public shaming of a sexual-abuse survivor and of the #MeToo movement in general.

These crank ideas aren’t merely compatible with MLM mindset coaching or just some supplementary materials, they are the heart and soul of MLM training. They’re also highly compatible with right-wing thinking, which we’ll cover next.

MLM and far right-wing ideology

Most of the time MLM isn’t overtly political. It would be bad for business to be hyper-partisan since it could drive away potential recruits. However, some MLMs may be more political than others.

That said, peek behind the curtain and it’s obvious whom the MLM industry is generally allied with politically.

Since MLM, like all financial fraud, operates best in a laissez-faire environment, they will tend to support the party that prefers less government regulation. In the U.S, this means the Republican Party. It makes perfect sense then that the DeVos family which founded Amway is a big contributor to the Republican party and far right-wing causes.

Betsy DeVos, currently the Secretary of Education in the Trump administration, is a huge advocate of privatization of public education among other conservative causes. It’s not a coincidence that people who profit from ignorance will do all they can to undermine public education.

The Direct Sellers Association (DSA), which represents the interests of the MLM industry in a manner similar to how the NRA represents the interests of gun manufacturers, is also a big contributor to both major parties, but generally favors the Republicans. If you’ve ever wanted to know why the government does almost nothing to rein in MLM fraud, this is why.

The ideological underpinnings of the MLM sub-culture are mainstays of right-wing politics and free-market fundamentalism. The ideas of becoming successful through hard-work and rugged individualism, and smaller government, particularly the idea that the government is the enemy, fit in perfectly with the hyper-entrepreneurial MLM milieu.

After all, everyone who is involved in MLM, both the winners and losers (with the losers far more numerous), does so with capitalist intent.

In the MLM world you often encounter a cult-like worship of all things capitalism. The endless glowing testimonials they feature on their sites and at events from IBOs (meaning “Independent Business Owner” — though they are nothing of the sort), are the ultimate rags-to-riches capitalist success stories.

Their MLM opportunity is presented as the ultimate pathway to achieve the American dream. The fancy cars, tropical vacations and big houses are all powerful symbols for showing someone has made it. As tacky as it is, this “attraction marketing” often works brilliantly for exploiting new recruits, even in the Bible Belt. 

This brings us to the prosperity gospel, which posits that devotion to God and living by the Bible is the best way to get rich. This crank idea is quite popular with some Christian conservatives — which makes sense since it’s a revival of the ancient notion that God favors the rich and powerful.

Prosperity gospel literature and talks are usually nothing but biblically inspired self-help chicanery and religious gobbledygook. Right-wing Christian televangelists are often big-time promoters of this idea. Depending on the audience, an MLM may appeal to the prosperity gospel to sell the opportunity.

There’s no denying the high degree of cross-pollination between MLM and right-wing think tanks.

Victim-blaming is rampant in MLM-land, similar to the many conservatives who blame the poor for their misfortune. The people at the top of the pyramid can never admit that the system is flawed, so those who don’t make it are either “lazy” or had the wrong mindset.

Considering the failure rate of the average MLM (around 99%), that’s a lot of lazy people! Conversely, the very few who succeed at MLM are portrayed as hard-working patriotic Americans.

It’s very telling that back in 2012, Texas Republicans enshrined opposition to critical thinking in their official platform. Of course, that’s just one of many troubling ideas they espouse.

Some of these problematic ideas may not necessarily be “right-wing”, but right-wingers are more likely to promote them, even if they’re more or less ingrained in the American psyche. Just about all these ideas are very helpful for the high priests at the top of the MLM pyramid.

MLM and anti-science

It should go without saying that MLM is not on friendly terms with science, reason or critical thinking. Naturally, it’s allied with just about any other community that thinks similarly. Distrust of science and scientists is one of the hallmarks of MLM and cults in general. MLM is a sub-culture of maximum irrationality.

This hostility to science empowers the abject quackery many health product MLMs regularly engage in. MLM allows quackery to flourish, since MLM provides an environment where evidence doesn’t matter and critical thinking is a sin — the perfect breeding ground for bad ideas.

Whether they call their shakes, lotions, pills, or essential oils “detox”, or “anti-aging”, no one offers any good evidence to support these claims. All that’s ever offered are anecdotes or over-the-top testimonials. Even if they were useful for anything, they are usually very overpriced.

Many alternative health practitioners, as well as their customers, are involved in MLM since MLM and alternative medicine are like two peas in a pod. Both present themselves as “alternatives” to the distrusted mainstream, both are hostile to science, and both encourage conspiratorial thinking.

Both also favor fewer regulations. MLM supplement companies, and supplement companies in general, are big supporters of “health freedom”, which means the right to sell unproven or potentially harmful health products to consumers. I don’t know about you, but to me, “health freedom” sounds like a euphemism for lawlessness. These predatory companies will tenaciously fight any effort to limit what they can sell; some will even claim that it’s “un-American” to regulate health products.

In alternative medicine speak, it’s “Big Pharma” that is hopelessly corrupt, and has brainwashed everyone into using pharmaceuticals instead of natural cures. It is also behind efforts to regulate dietary supplements.

In “MLM speak”, everyone is brainwashed into having a “J.O.B” (Just Over Broke) and being hostile to MLM by the powers that be. It’s easy for either of these ideas to hitch a ride on the other.

MLM health product purveyors often make populist diatribes against “elitist scientists” who call for more consumer protection, in a manner eerily similar to advocates of creationism. And eerily similar to evangelical preachers and demagogues. It should be obvious by now that con-artists and demagogues are cut from the same cloth, and rely on the same deceptive bag of tricks (Trump’s evolution from MLM promoter to right-wing demagogue is covered below).

These charlatans will boldly claim they have all the answers to opposing a corrupt elite, and scientific establishment that does all it can to keep ordinary people down or sick. What often follows is a screed that mentions all the evil things government, scientists or Big Pharma has done, and they are the lone voice in the wilderness speaking out against this.

Whether they are MLM purveyors or alternative medicine hucksters, or both, this is how they convince their audience they are one of the good guys and that science is evil.

You can get dizzy looking at the vast array of pseudo-science and cast of sketchy characters that inhabit the whole anti-science/MLM/far right memeplex. Because of their association with other fact-challenged communities, don’t be surprised if you encounter MLM reps who are anti-vax, climate change deniers, or 9/11 truthers. Or just a political extremist in general. Anti-science is the glue that binds them together.

The already mentioned Betsy DeVos and her family are promoters of creationism in schools, as well as conversion therapy and breaking down the separation of church and state. They, and Republicans generally, are at war with science on multiple fronts.

MLM exists at the intersection of a complex of related ideas, and movements that are inherently anti-scientific, irrational and cultic. “Alternative facts” are the lifeblood of these interrelated communities. The crank magnetism of MLM is particularly strong since it puts such a strong emphasis on irrational, magical, and wishful thinking. This is why MLM is far more than mere financial fraud — it also robs people of the ability to think straight.

*     *     *     *

The extent to which the current president of the U.S, Donald Trump, is the perfect embodiment of MLM and crank magnetism is difficult to overstate. He has expressed anti-vaccine views, was the de facto leader of the birther movement (the debunked idea that Obama was born in Kenya), is a climate change denier, a conspiracy-monger, among so many other false, dangerous and bigoted beliefs that tend to be popular with the American right.

In fact, one could reasonably argue that Trump’s MLM background helped pave the way for his successful presidential run. Robert Fitzpatrick, a writer who is a long-time critic of MLM, is currently writing a book about exactly that: Trump’s “MLM” Experience Laid Foundation for his Politics

I firmly believe that having a more in depth understanding of MLM, and the reality-denying sub-culture it is a part of, helps shed light on the Trump phenomenon a little better.

The purpose of this post wasn’t meant as a polemic against political conservatism, conservative Christians or capitalism, since I realize there are moderate conservatives who are opposed to MLM and the far right.

Rather, it was meant to show how MLM is part of an ecosystem of poisonous or bizarre ideas, and has a symbiotic relationship with political extremism (usually right-wing) and crank movements hostile to science. MLM and the toxic sub-culture it is intertwined with, seek to undermine science, reason and enlightenment values generally, while profiting off of the harm they cause.

Understanding the wider cultural-political context in which MLM flourishes should help improve efforts at combating this particularly virulent and often misunderstood scam.

Related articles:

Multi-Level Marketing Is Still a Scam by Steven Novella

The Eye on the Pyramids, Part 3, MLMs and Conservative Republican Infrastructure by Rick Perlstein 

Have Three Million People in Taiwan Joined a Business Cult? by Dave Vaughan

 

 

 

Veganism and multi-level marketing

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It’s the new and improved veganism taking social media by storm. It’s no longer just about animals, or about health, it’s about riches beyond your wildest dreams. All you have to do is join the right team and watch the money start flowing like Niagara Falls into your bank account. And it only takes a tiny sign-up fee to get started! Or at least that’s what the “vegan” wealth gurus of social media want you to believe.

So a blog post about veganism and multi-level marketing(MLM) aka network marketing? What’s going on here? The two seem worlds apart but if you’re a vegan and you’ve been on social media lately you’ve likely encountered someone claiming to be a vegan pushing some product or an “amazing” MLM “business opportunity” that they can’t stop talking about. This used to be a rare occurrence for me, but much to my annoyance I have been experiencing a lot more of it over the past year; this is what inspired me to write this post. For those of you who are unfamiliar with MLM, it’s a business strategy that’s all about endlessly bothering everyone you know to either join the scheme or buy from you so they can bother everyone they know to join the scheme, ad infinitum.

It’s for good reason that MLMs are often considered pyramid schemes with better lawyers. Research shows that almost no one except those at the top of the pyramid make any money. These schemes often target the most desperate and vulnerable people with promises of riches, with representatives encouraged by up-lines to use a “fake it till you make it” approach, complete with fancy cars and lavish vacations to lure people in. Many people are so badly burned by these scams that they end up filing for bankruptcy. Besides this, they may end up feeling like failures because they believe they either didn’t do it right or they realize they’ve fallen for a scam and are too embarrassed to admit it. As if this wasn’t bad enough, MLM reps often become increasingly alienated from friends and family when they can no longer tolerate the non-stop scam promotion.

It’s disturbing witnessing people who claim to be vegan engaging in this sort of unethical, predatory behavior. This can damage our movement in myriad ways. Besides inflicting financial harm on individual vegans, it also hurts the credibility of the movement and has the potential to drive people out of it. And the infiltration of MLM into the vegan movement is not just an online phenomenon, since MLM companies will often set up shop at vegan fests around the world. Our movement in general and our fests in particular need better quality control, lest the word “vegan” become utterly meaningless or a synonym for pseudo-science and chicanery(rampant pseudo-science in the vegan movement is something I’ve addressed before).

Vegans involved in animal activism and education know how difficult it can be to raise money to fund our efforts. Credibility is everything when it comes to activism and charity. People want to know where their money is going and how much of an impact it is making. It should go without saying that for activist groups to look like they have any kind of connection with a scam is a huge credibility killer(many MLMs will donate to charities to improve their reputation). Fortunately, this isn’t a big problem for most activist groups, at least not yet, but those of us concerned about the credibility of the vegan movement should be extra vigilant when it comes to MLMs trying to infiltrate it.

MLMs and other charlatans through their actions dilute the meaning of veganism, sometimes to the point that it’s only about healthy living, or for MLM-bots, healthy living + financial independence. Animal rights are pushed aside, or if they are considered at all, the “cruelty-free” label is similarly diluted. Some MLM cosmetics companies will even falsely claim their products are “cruelty-free” when they’re not: Presenters – You Need To Stop Telling Customers That Younique is Cruelty-Free, Now.

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False health claims promising perfect health or increased energy are the typical siren songs of many MLM-bots, both vegan and non-vegan. Many vegans, fed up with mainstream medicine, are drawn to the MLM-bots and their “natural” cures. If they are struggling with their new vegan lifestyle, they may seek help from an MLM-bot out of desperation, instead of going to a qualified health professional. “Failure to thrive” is a lot more common among vegans than many vegan advocates care to admit, and is probably the main reason there are many ex-vegans out there. I believe a lot of this “failure to thrive” related attrition is due to the bad advice I see floating around on social media like thick smog around a large industrial city, which MLM-bots are big contributors to. Fortunately, critical thinking can help blow away some of this dense smog of misinformation.

This very toxic nexus of quackery, greed, and deception is radioactive to social networks. The damage it could do to the vegan community is incalculable. Just imagine you’re a non-vegan and you see this kind of thing. Especially if the non-vegan knows anything about science. Vegans are often scorned enough as it is by mainstream society, but add MLM to the mix and it looks positively nauseating. And I’ve barely touched upon the cult-like nature of many MLMs and the extremely tacky “look at all the money I’m making” videos and social media posts MLM-bots often make.

It’s time we do something about this infiltration before it thoroughly poisons our movement. Don’t buy MLM products, report MLM-bots on social media, alert charities if it looks like they are associated with an MLM or other scam, and get involved with the scam-buster and growing anti-MLM movement. Besides this, complain to vegan fest organizers if you notice MLM company representatives hawking their products at the event. Remember, for many attendees this may be their first time being exposed to veganism on a large scale. If they have a negative opinion of MLM as most people do, this may make them less likely to want to go vegan.

Just because someone says they are “vegan” and uses the #vegan hash-tag doesn’t mean they really are vegan or they are doing it for the right reasons. Fake friends are worse than obvious enemies. Don’t be misled into thinking that if so-called vegans are involved with an MLM company, it must be one of the “good” MLMs. We need to declare loud and clear that get-rich-quick schemes and supplement scams have no place in our community. As our movement continues to grow we need better quality control to ensure we’re all on the same page about what veganism really stands for. The credibility and potential of our movement is at stake and by extension the lives of millions of animals. Standing for ethics and good science shouldn’t be the exception, but should be the very foundation of our movement.

Have you had a negative experience with an MLM or a vegan MLM-bot in particular, or are you just concerned about the infiltration of MLM into the vegan movement? We would love to hear from you in the comments!

Related articles:

Why I Hate Multi-Level Marketing

MLM and Social Media

Younique’s Animal Testing Statement; Not 100% Cruelty-Free

The Biggest Scam in the Fitness Industry

MLM and Appeal to Consequences Fallacy: If MLM is illegal, then why hasn’t it been shut down?

Vemma Agrees to Ban on Pyramid Scheme Practices to Settle FTC Charges